Some ideas live in your head long before they make it onto film — and sometimes, the world adds a little extra magic you couldn’t plan for.

A while back, I had the chance to shoot a campaign for my friend and longtime collaborator Melynda Choothesa, the founder of Quirk — a vibrant, Southeast Asian and female-owned vintage and contemporary shop in Downtown Los Angeles. We’ve known each other since 2016, when a mutual friend introduced us during the early days of my fashion photography career. Melynda believed in my potential before I even fully believed in it myself, and we’ve been working together ever since.

The campaign was everything you’d expect from a brand called Quirk: colorful, playful, and filled with a mix of statement pieces — like a Louis Vuitton bag and Gucci accessories — and everyday vintage finds with character and soul. We shot outdoors, right outside of Quirk’s storefront in the heart of Downtown LA, and also captured some indoor moments in the shop’s eclectic lobby space. Our creative team that day included Amanda Bourne on hair, Joyce HS Kim on makeup, Melynda styling, and our model, Clementine Callaway, who brought so much personality to every frame.

One of my favorite images from the day was actually something I had been envisioning for a long time. I had this idea — a model crossing a Downtown LA street, framed cinematically against the real city — and decided to finally try it out during this shoot.

We didn’t have walkie-talkies to coordinate across the street, so I quickly called my friend and photo assistant, Lionel Tyler Perinchief (Tyler), who was down on the sidewalk with the crew. I shouted “Action!” into the phone, and he gave Clem the cue to start walking.

The frame I originally imagined was simple: just Clem crossing the street solo, framed cleanly against the lines of the crosswalk. And we captured it — exactly how I had pictured it.

But sometimes the real world gives you something even better. Just as Clem turned her head mid-crossing, two pedestrians — a young woman and her grandmother — entered the frame. They were wearing shades of blue, which perfectly set off Clem’s bright red hair and outfit. It felt almost choreographed, but it was completely spontaneous.

When it came time to decide which image to submit to PhotoVogue, it wasn’t an easy call. I loved the simplicity of the original shot — it was the frame I had carried in my head for years. But there was something about the version with the pedestrians that told a fuller story. It felt alive.

I submitted the image with the pedestrians — and a few days later, I woke up to a congratulations text from Tyler. Vogue.com had selected it — not just for publication, but as their PhotoVogue Pic of the Day.

I was shocked, excited, and honestly proud. In an industry where it’s easy to feel invisible, moments like this feel like little reminders that you’re moving in the right direction. Having this photo featured alongside my other credits with ELLE Kazakhstan, Marie Claire Nigeria, and Cosmopolitan.com was deeply rewarding — not just for the accolade, but for the story behind it.

Creative collaborations like this are why I do what I do. Every member of the team — from hair and makeup to styling and assisting — poured their artistry into making that day happen. I’m grateful that we could create something together that resonated beyond just our circle.

If you’re looking for photography that captures both the planned and the unexpected, I’d love to help tell your story — whether for a brand campaign, editorial, or creative project.

photographer and creative direction Ty Chen @tychenphotography
model Clementine Callaway @clemmycallaway
fashion stylist and client Melynda Choothesa @couturezen
hair Amanda Bourne @hair_bourne
makeup Joyce SH Kim @joycehskim_makeup
photographer’s assistant Lionel Tyler Perinchief @lioneltylerperinchief

Some moments live in your head — others find you when you least expect it.
This one was a little bit of both.

contact@ty-chen.com

Julyana Soares at Select Model Management photographed by Ty Chen for SHEIN Summer 2024

In the heart of Los Angeles, the fashion capital of the West Coast, crafting a compelling brand image is an art form. One of the most powerful tools in a fashion brand’s arsenal is professional lookbook photography. It’s not just about capturing clothes but telling a story that resonates with audiences and elevates the brand’s image. This is precisely what we aimed to achieve with SHEIN’s “Siren Summer” campaign.

When Deanna Kim, a dear friend and a brilliant creative director, approached me with her vision for the shoot, I was instantly captivated. Deanna’s mood board was a visual feast – a blend of sultry imagery, warm hues, and evocative poses that promised to bring out the allure and mystery of the “siren”. The model for our campaign, Julyana Soares from Select Model Management, was the perfect muse for this vision. Her effortless grace and striking presence added layers of depth to our narrative.

The preparation for the shoot was as intensive as it was exhilarating. Deanna and I spent hours discussing every detail, from the key imagery to the color palettes. We wanted each frame to tell a part of the story – a story that was both compelling and cohesive. The light design, masterfully handled by Jessica Piearce and Nick Little, played a crucial role in setting the mood. Their work with light and shadows brought out the warmth and allure we were aiming for, while my slight modifications added a touch of mystery, hinting at the enigmatic nature of the siren.

The day of the shoot was a whirlwind of creativity. The synergy on set was palpable as every team member brought their A-game. Julyana’s poses were fluid, her expressions shifting seamlessly from one emotion to the next, perfectly capturing the essence of the campaign. The garments, a beautiful selection from SHEIN’s latest line, came alive under the lights, each piece telling its own story while fitting perfectly into the overarching theme of “Siren Summer”.

Behind the camera, I felt the familiar rush of excitement and responsibility. Capturing the perfect shot is a blend of technical skill and instinct. You need to understand the nuances of light and composition, but you also need to feel the moment, to capture the intangible qualities that make a photograph truly special. Throughout the day, I found myself lost in the creative process, each click of the shutter a step closer to bringing Deanna’s vision to life.

Professional lookbook photography, especially in a city as dynamic as Los Angeles, is about more than just showcasing clothes. It’s about creating a visual narrative that encapsulates the brand’s identity and connects with its audience on a deeper level. For fashion brands, boutique owners, and marketing managers, investing in high-quality lookbook photography can transform your brand image, making it more relatable, memorable, and impactful.

What made the “Siren Summer” shoot particularly special was the collaboration. It wasn’t just about executing a brief; it was about bringing together talented individuals who each added their unique touch to the project. From Deanna’s creative direction to the meticulous light design by Jessica and Nick, to Julyana’s captivating presence in front of the camera, it was a true team effort. This collaborative spirit is at the heart of my approach to fashion photography. I believe that the best results come from working closely with my clients, understanding their vision, and bringing it to life in a way that feels authentic and powerful.

If you’re a fashion brand, a boutique owner, or a marketing manager looking to elevate your brand image through professional lookbook photography, I invite you to join me on this creative journey. Together, we can create something truly special that not only showcases your products but also tells your unique story. Let’s craft a visual narrative that resonates with your audience and sets your brand apart.

photographer Ty Chen @tychenphotography
creative direction Deanna Kim @theedeester
lighting Nick Little @nklil and Jessica Pierce @nostressjesss
model Julyana Soares @_julyanasoares_ @ Select Model Management
fashion Karen Torres @k.i.t and Rashad Hall @lostin88
hair Synphony Ward @signaturestylesbysynphony
makeup Amber Perry @theamberperry

Until our next adventure.

contact@ty-chen.com

Learn more about how we can work together and see firsthand the difference that professional lookbook photography can make for your brand. Reach out today and let’s start creating.

blouse and skirt set ALICIA PERRILLO, necklace LUNAVERSOUL

It’s currently 2:30AM as I’m typing this. I should be getting some well-needed rest and preparing for the day ahead, but I’m completely overtaken with joy and excitement to share my latest fashion editorial for ELLE Kazakhstan! Though I have been getting my work published in fashion magazines for a little over 8 years now, and running my own publication for 2 years, it has always been my goal to shoot for a major publication. I’m over the moon that ELLE  has now given me the chance to showcase my work on a global platform.

This editorial was the brainchild of my friend Tess Elizabeth, who served as creative director and fashion stylist on the shoot. She had reached out to me after I shared a Facebook post looking to work with new talent. Tess is an amazing photographer herself, recently transitioning into styling and an immense creative talent. I immediately knew I wanted to work with her.

coat NAZRANAA, shoes MADISON MAISON

jacket and pants set MAYA SEYFERTH, scarf TESS ELIZABETH VINTAGE, shoes TINAMARIA

We booked a location here in Los Angeles, California that provided us with the Rococo and floral feel of the story. It was a warm sunny spring afternoon when we started, bathing us in delicious natural light. The original concept was clashing patterns, and a hard flash. But as we went through the house and noticed all the amazing spots the location offered, we realized it would have been a waste not to showcase as much as possible while staying true to our story. Thus, for the second portion of our shoot, we used the bountiful sun as our light source and added additional scenes in the garden. 

We had about 3 hours at the location, which is where my e-commerce training really came through. We also had an amazing team who all knew what they were doing which allowed us to move swiftly through our shot list.

Assisting me was my friend Caspen, a co-star I had met on the set of Cowboy, Choker, Harness and Heart two summers ago. Also a multidisciplinary, Caspen is a dancer, creative director, actor, model, and most recently, photographer! On hair, we had Kristina Donahue and for makeup, Edith Bogarin, both of whom are Tess’s friends. This was my first time meeting them and I would work with both of them again in the future. Miriam Acosta, also Tess’s friend, was our set assistant and filmed behind-the-scenes footage of the shoot. I had worked with her previously on another editorial I did with Tess, yet to be published but shot before ELLE. Funny how that works!

top TESS ELIZABETH VINTAGE, shorts DOLCE & GABBANA, shoes TINAMARIE

jacket FRANCESCA COTTONE, necklace ALESSANDRA RICH

top and skirt set ALICIA PERRILLO, necklace LUNAVERSOUL

And I can’t forget our stunning model Mei Li, sent to us by Mazza Models. Hailing from New York, she knew how to move quickly and get the job done. A real no-nonsense gal. Her ethereal presence and graceful movements through the garden perfectly embodied the dreamy, sun-kissed theme we aimed to achieve.

The entire story was photographed on 35mm film and 120 film, and I shot digital backups as always. As the shoot went on, one of our crew members dropped my Mamiya RB67 on the grass, ejecting the film back. I thought we’d lose a big portion of our shoot due to the film being exposed to the light, but luckily everything turned out fine. And shockingly wrapped early. In hindsight, we probably could have taken a little more time to catch more creative moments, but we were able to get all the shots that were planned and that’s better than running behind and not completing the shot list.

If you’re a photographer and want to know how I created these shots, comment below and follow me on Instagram and TikTok! I plan on going more in-depth on my photography process, as well as releasing my recommended gear list to photographers who want to learn. Don’t forget to share with your friends as well so we can all go on this journey together!

If you’re a creative in the fashion industry and would like to work together, email me and we can create extraordinary visual stories that captivate and elevate your brand. 

photographer Ty Chen @tychenphotography
fashion stylist and creative director Tess Elizabeth @tesselizabethw
model Mei Li Zheng @meilivzheng @ Mazza Models and ONE Management 
hair Kristina Donahue @kristina.hairs
makeup Edith Bogarin @edie.mua
photographer’s assistant Caspen @caspenstudios
set assistant and BTS Miriam Acosta @itsmmwrld
special thanks to Wear the Future & Tyler James

View the full story: https://elle.com.kz/midsummer-daydream-jekskljuzivnaja-semka-dlja-elle-kazakhstan/

Keep dreaming and creating.

contact@ty-chen.com

Hope you enjoyed this behind-the-scenes look! Got a vision for your brand? Let’s make it happen together.